Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Sustainability ◽

10.3390/su13042277 ◽

2021 ◽

Vol 13 (4) ◽

pp. 2277

Author(s):

Blend Ibrahim ◽

Ahmad Aljarah ◽

Dima Sawaftah

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Mediation Effects ◽

Revisit Intention ◽

Marketing Activities ◽

The Relationship ◽

Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

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Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

Sustainability ◽

10.3390/su11195167 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5167 ◽

Cited By ~ 2

Author(s):

Khan ◽

Yang ◽

Shafi ◽

Yang

Keyword(s):

Social Media ◽

Brand Equity ◽

Customer Loyalty ◽

Social Media Marketing ◽

Brand Awareness ◽

Confirmatory Factor ◽

Marketing Activities ◽

Indirect Association ◽

The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

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Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i5.1425 ◽

2021 ◽

Vol 12 (5) ◽

pp. 1583-1599

Author(s):

Elmira Shadi ◽

Ailar Ebrahimi Hesari ◽

Behzad Shahrabi

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Study Data ◽

Social Media Marketing ◽

Equation Modeling ◽

Mediating Role ◽

Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer17010005 ◽

2021 ◽

Vol 17 (1) ◽

pp. 89-103

Author(s):

Massoud Moslehpour ◽

Taufiq Ismail ◽

Bey Purba ◽

Wing-Keung Wong

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Image ◽

Two Dimensions ◽

Social Media Marketing ◽

Primary Data ◽

Online Questionnaire ◽

The Social ◽

Marketing Activities ◽

The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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Impact of online social media activities on marketing of green products

International Journal of Organizational Analysis ◽

10.1108/ijoa-02-2020-2037 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Meesha Gupta ◽

Asif Ali Syed

Keyword(s):

Social Media ◽

Social Media Marketing ◽

Equation Modeling ◽

Green Products ◽

Content Type ◽

Online Social Media ◽

Indian Consumers ◽

Premium Price ◽

Marketing Activities ◽

The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

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THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

Business And Management Studies An International Journal ◽

10.15295/v6i1.229 ◽

2018 ◽

Vol 6 (1) ◽

Author(s):

Yusuf BİLGİN

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Social Media Marketing ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Performance ◽

Obvious Effect ◽

Marketing Activities

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

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RESEARCH ON THE RELATIONSHIP BETWEEN THE PERCEPTION OF SOCIAL MEDIA MARKETING ACTIVITIES AND THE FEAR OF COVID19

The Turkish Online Journal of Design Art and Communication ◽

10.7456/11102100/018 ◽

2021 ◽

Vol 11 (2) ◽

pp. 606-616

Author(s):

Murat SEYFİ ◽

Zeynep Merve ŞIVGIN

Keyword(s):

Social Media ◽

Relevant Literature ◽

Business Owners ◽

Social Media Marketing ◽

Online Questionnaire ◽

Meaningful Relationship ◽

Important Interaction ◽

Marketing Activities ◽

Questionnaire Method ◽

The Relationship

While Covid19 and its effects are spreading fast around the world, it is important to understand the effects of this period in order to create a sustainable community. During the epidemic, daily life has rapidly become digital and social media has increased its effectiveness as an important interaction area. The interaction skills and tendencies of both consumers and business owners have started to change in the meantime. Social media users' perceptions of marketing activities in this platform begin to have interaction with the fear of Covid19. This study differs from other studies in terms of examining social media marketing activities from the perspective of Covid19 fear. In this respect, it is expected that the study will contribute to the field. In this context, the purpose of the research is to investigate the relationship between the fear of Covid19 and the perception of social media marketing activities, and identify the relationship between the low/high fear of Covid19 and the perception of social media marketing activities. Therefore online questionnaire method is selected as the data collection method in this study. The sample of the questionnaire consists of 757 (N=757) people. As a result of the research, it has been identified that there is a meaningful relationship between the fear of Covid19 and the perception of social media marketing activities. The obtained data is examined within the relevant literature.

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The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2019-0442 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Massoud Moslehpour ◽

Alaleh Dadvari ◽

Wahyudi Nugroho ◽

Ben-Roy Do

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Perceived Value ◽

Social Media Marketing ◽

Equation Modeling ◽

Content Type ◽

Research Findings ◽

The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

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The mediating role of career resilience on the relationship between career competency and career success

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-04-2019-0079 ◽

2019 ◽

Vol 11 (3) ◽

pp. 209-231 ◽

Cited By ~ 1

Author(s):

Bilal Ahmad ◽

Shahid Latif ◽

Ahmad Raza Bilal ◽

Mahnoor Hai

Keyword(s):

Career Success ◽

Structural Equation ◽

Equation Modeling ◽

Online Questionnaire ◽

Cross Sectional ◽

Content Type ◽

Mediating Role ◽

Career Resilience ◽

The Relationship

Purpose The purpose of this paper is to empirically investigate the relationships between career competency, career resilience and career success. The study further examines the mediating role of career resilience on the relationship between career competency and career success. Design/methodology/approach Data were collected from 284 Islamic bank employees across Pakistan through a cross-sectional, self-reporting, online questionnaire. Partial least squares structural equation modeling was used to test the proposed hypotheses using Smart PLS version 3.0. Findings The study’s results indicate that career competency is a significant predictor of career resilience, and that career resilience is subsequently a significant predictor of career success. Further, the results of the structural equation model analyses supported the proposition that career resilience mediates the relationship between career competency and career success. Practical implications Human resource practitioners and managers can increase the likelihood of their employees’ career resilience by focusing on developing career-related competencies – an antecedent of career success. Originality/value The study clarifies prevailing misconceptions that assume a direct linear relationship between career competency and career success by establishing, through empirical evidence, that success is not an ultimate outcome of competence. In addition, it proposes an oversimplified model of the competence–resilience–success relationship.

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